Henna Haroon & Associates Announces Strategic Partnership with JetFuel Direct to Accelerate Transparent Fuel Buying and Selling Ahead of IATA Aviation Energy Forum

Mexico City — November 19, 2025 — Henna Haroon & Associates (HH&A), an aviation-focused strategic marketing firm, today announced a partnership with JetFuel Direct (JFD), a modern digital platform that connects fuel suppliers directly with aviation operators.

HH&A is led by Henna Haroon, who previously directed FlightAware’s Central to Aviation™ repositioning and its full marketing and media transformation ahead of its acquisition by Collins Aerospace. Her earlier oil and gas experience adds commercial depth across the jet fuel value chain, bridging the worlds of energy, technology, and aviation.

The announcement coincides with the IATA Aviation Energy Forum in Mexico City, where JFD is introducing its platform to the global aviation energy community following its formal market launch earlier this month.

“As a global aviation firm, HH&A is partnering with JFD to address Europe’s jet fuel challenges—fragmented quoting and heavy administration—by turning product clarity into momentum through sharp branding, positioning, public relations, and a scalable go-to-market strategy,” said Henna Haroon, Founder and CEO of HH&A.

“JFD’s platform touches every part of the jet fuel workflow, and HH&A brought the clarity and discipline to make that complexity understandable and actionable,” said Dave Diulus, Co-Founder and President of JetFuel Direct. 

The partnership represents a defining moment for both organizations. JetFuel Direct’s launch marks a step change in how aviation fuel is bought and sold worldwide, introducing a faster, more transparent model for suppliers and operators. Henna Haroon & Associates, following its debut at NBAA 2024, now steps onto the global stage with its international launch at IATA, reinforcing its position as a creative and strategic force for the aviation, energy, and technology sectors. Together, the companies are shaping a new narrative for transparency, innovation, and trust across the aviation energy landscape.

About Henna Haroon & Associates

Henna Haroon & Associates (HH&A) is a Houston-based strategic marketing consultancy serving the aviation, energy, and technology sectors. Founded by Henna Haroon—former marketing leader at FlightAware, Collins Aerospace, and other global firms—HH&A specializes in brand strategy, go-to-market architecture, digital transformation, and executive advisory. The firm helps companies turn complex markets into clear momentum through positioning, precision, and performance.

Learn more: www.hennaharoon.com

About JetFuel Direct

JetFuel Direct (JFD) is a digital aviation-fuel platform built to connect suppliers and operators directly through transparent pricing, faster transactions, and simplified administration. Founded by aviation-fuel veterans Dave Diulus and Steve Lee, JFD is redefining the way fuel is bought and sold—offering clarity, speed, and trust across the jet-fuel supply chain.

Learn more: www.jetfueldirect.com

Media Contact

Henna Haroon
Founder & CEO
Henna Haroon & Associates, LLC
press@hennaharoon.com
www.hennaharoon.com